Robert Clark
Brand Strategist
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Square Cash: Challenger Brand

 

SQUARE CASH: CHALLENGER BRAND

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A challenger brand is neither the market leader nor a niche brand. To attain market leadership, a challenger brand requires nimble, strategic, and unconventional ideas to break out of the category hierarchy, circumvent the leader, and establish a new norm.

Our team developed a strategic plan to utilize Square Cash's strengths to circumvent the category leader. 

THE ASK

Turn Square Cash, Square Inc.’s peer-to-peer payment app, into a disruptive challenger brand, so that it can overtake the category leader, Venmo.

THE PROBLEM

Venmo, the peer-to-peer category leader, enjoys a distinct strategic advantage over all of its competitors: it was there first. Many of the P2P app users are indifferent to the app they use, they simply flock to what the majority of their friends have.

OUR CAMPAIGN

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Utilize Jack Dorsey’s ownership of Square Inc. and Twitter Inc. to break Square Cash out of a single P2P app and allow customers the ability to send money wherever they send a message. Force P2P users to reevaluate how they view the category and seep Square Cash into popular culture by implementing the $Cashtag$ as the new #Hashtag.

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For a Friend

                                  ( <-- Click my friend's $Cashtag )

 

 

 

 

For a Deal

( Mash that link to save some money! --> ) 

 

 

 

 

For a Cause

( <-- Go on, click that link! Make a difference)

 

 

 

 

For Your Business

(Get yourself some boots --> )